ITV have confirmed their new digital station ITV3 will launch on 1 Nov, though it will only initially be available via free-to-air digital network Freeview. ITV hope to sort out slots on the main cable networks, and will then endeavour to get a slot on the Sky platform - though Sky are reportedly pissed off ITV refused the chance to make the channel a joint venture with BskyB.
Announcing the new channel ITV boss Charles Allen told reporters: "It will come on to Freeview, then move on to cable. We're happy to put it on Sky, but Sky are saying they can't put any new channels [on Sky Digital] for six months. The overall issue is when they can take it."
Some media insiders reckon limiting ITV3 to Freeview will make it hard for the new station to succeed both in terms of ratings and advertising sales because it will have relatively small reach.